Tuesday, August 20, 2013

Throughout 1962 to early 1964 Paradise Homes filled the
Las Vegas Review and Las Vegas Sun with weekly ads promoting their products at
Paradise Palms. These ads typically
featured beautifully-detailed hand renderings of either a Palmer &
Krisel-designed home elevation or an outside lifestyle scene featuring swimming
pools, cocktail parties or the Stardust Championship Golf Course and Country
Club. Paradise Palms was boastfully marketed
as an active community, where “the living is more fun”, and described as “the
most attractive area in Las Vegas,” and “the most glamorous and completely
planned community in Nevada.”

Some of the other fun pieces of information contained
within these ads reveal that Paradise Homes presented Paradise Homes Theater
every Thursday night at 9:30 on KSHO-TV Channel 13 and the fact that ads had to
advertise prospective buyers to “drive out” to the models at 1825 East Desert
Inn Road (at Seneca Drive). Other interesting
notes are that by 1963, in order to distinguish the Paradise Homes models from
the other builders that had made their way into Paradise Palms are that the ads
begun to advertise Paradise Homes as “The Original Planners, Builders and
Developers of Paradise Palms.” Also that
year, on a technical note, the model home sales office phone number prefix had
changed from REgent 5-9411 to 735-9411, a prefix which is still in use to this day
for land lines in the area.

The final ad shown here gives a sneak preview of typical
mid to late 1964 ads, which featured more generic images, such as this family
of four admiring a billboard (written in a distinctly exceptional mid-sixties
font), an image which will repeated a few more times in upcoming posts. Also noteworthy is the fact that potential home buyers could simply trade in their existing home for a better life in Paradise Palms.

Paradise Palms is a Mid-Century Modern neighborhood in Las Vegas, Nv which is bounded by Golden Arrow to the north, Viking to the south, Maryland Parkway to the west, and Eastern to the east, surrounds what was once the Stardust Golf Course, today known as National Golf Course. The neighborhood was developed in the early 1960s by Irwin Molasky’s Paradise Development, which later built Las Vegas’ first indoor mall, the Boulevard Mall, on the western edge of Paradise Palms.